Pathways to Green Purchase: Pro-Environmental Behavior and Concern in Bali Tourism

The current study aims to address the research gap regarding inconsistent findings on the effect of environmental knowledge (EK) in enhancing green purchase intention (GPI) by incorporating pro-environmental behavior (PEB) and environmental concern (EC) as factors to leverage green purchase intention. Five hypotheses were developed and tested using a sample of 300 respondents in Indonesia. Survey data from 300 respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate the pivotal role of pro-environmental behavior in two ways. First, pro-environmental behavior mediates the relationship between environmental knowledge and green purchase intention. Second, while pro-environmental behavior enhances environmental concern, it is insufficient to fully strengthen green purchase intention; additional factors, such as the activation of ethical values of concern, are needed to reinforce this intention further. However, the limitations include reliance on quantitative cross-sectional data and focus on Bali, suggesting a need for longitudinal and cross-cultural studies. Practical recommendations include incorporating local communities in eco-tourism programs to ensure social acceptance and sustainability. In general, the results contribute theoretically by integrating knowledge, concern, and behavior into a cohesive model explaining green consumer intentions in tourism. This comprehensive approach supports efforts to transform individual values and behavior, which are critical alongside systemic or policy changes in advancing sustainable tourism.